RISET PENGGUNAAN MEDIA DAN PERKEMBANGANNYA KINI

Abstract

Theory of Uses-and-gratifications (U & G) is one of theories used by most of media usage studies. This theory gives an attention on what people do with media. Formely, that theory was develoved by Kazt and Gurevic. Recently, it has develoved siginificantly, specially on its gratifivations concept. This significant development was influenced by the develpment of new media (internet). This article studied about state of the art of the theory within last 13 years. The result showed that the theory was fuctioned as single or core theory in most studies. Sometimes, several studies used other theory for example Media Dependency Theory. Although those two theories were different to each other in their elements (assumption and concept), but they have a similarity in the term of the study object (audience), and in theoretical tradition (social-psychological). Its gratification concept has a propensity to be miscellaneous. Moreover, media that met with an audience's need have been developing from traditional into new media (internet), even into certain application. Past research approach was generally quantitative by surveying, and sometime qualitative approach to enrich data. Additionally, most surveys were conducted by internet (online surveys).